WM 2022 - A WINTER FAIRY TALE? Update August 2022

The World Cup as a winter fairy tale? The update on the LEH survey.

One topic that is currently occupying brand owners and retailers intensively is the question of whether the 2022 World Cup in Qatar is a suitable marketing event for the pre-Christmas period, given the controversial political debate about money, power and monarchy.

Those who answer this question in the affirmative must be prepared for a tough duel with Santa Claus, who will defend his traditional placements in the run-up to Christmas by cleverly covering the surfaces – or make common cause with him.

Against this background, UGW, in cooperation with the crowdsourcing service provider POSpulse, surveyed a representative sample of around 1,000 shoppers in the food retail sector on their opinions and attitudes towards the 2022 World Cup. The first wave of the survey ran in February 2022, and the survey was updated with fresh results in August.

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